This book explores the issue of sustainable consumption in the African context, filling a significant gap in literature. Relating specifically to SDG 12, ‘Responsible consumption and production,’ this two-volume edited collection argues that the core drivers of sustainable consumption in the African context are considerably different than in other regions. For example, studies show that developed countries tend to have a greater interest in sustainability compared to developing countries, and that Africa lags behind in adopting sustainable consumption practices.

Offering a deeper understanding of this issue, authors explore how and why consumers make decisions, and what influences them towards sustainable behaviour, identifying the key drivers and challenges to sustainable behaviours.

Volume I focuses on understanding the core issues and covers topics such as understanding consumer responses to green marketing strategies, the role of trust in sustainable consumption choices, and sustainable fashion, to name a few. Volume II focuses on the innovative ways that organizations in Africa drive forward the targets of SDG 12, and explores the use of technology and AI, social media, in contexts  such as the tourism and retail industries.

Prof Makhitha is currently a full professor in the Department of Marketing and Retail Management at the University of South Africa (Unisa). She served in different leadership positions as the head of department- marketing and retail management, acting school director and also acting head of tuition at the college of economic and management sciences at Unisa. She boasts a career spanning 27 years in academia and few years in industry. She worked for the Vaal University of Technology as a senior lecturer and University of Johannesburg as lecturer.

Prof Debbie Ellis is a Marketing Professor in the School of Management, IT & Governance at the University of KwaZulu-Natal, South Africa. She has over 30 years of consulting, teaching, supervision and research experience.  Debbie is the President of the African Social Marketing Association (AfSMA).

Daniel Maduku is an Associate Professor of Digital Marketing and Entrepreneurship at the College of Business, University of Doha for Science and Technology (UDST). Prior to joining UDST, he was an Associate Professor of Marketing at the University of Johannesburg, where he also served as the Deputy Head of Department responsible for Research and Postgraduate Studies.

Professor Robert E. Hinson is a Distinguished Visiting Professor at the University of Johannesburg and has 33 originally authored and edited books to his credit. A winner of many research related awards, he's published on top tier journals like World Development and Journal of Business Research.